The follow-up PureView device was the Nokia 920. Although the phone was widely criticised for being too big, many have lauded its camera performance, especially in low light.

But there was much confusion over what PureView actually meant. Was it the large sensor zoom cropping system, or just a brand name for Nokia's cameras?

Alakarhu cleared up this point: "I think it's important to underscore that PureView doesn't mean any specific technology. It's the latest and greatest in imaging. When you buy a Nokia PureView, you are getting our highest quality imaging innovation.

"Nokia 808 PureView solved the problem of zooming and sharpness, and for Nokia Lumia 920, it was low light," said Alakarhu.